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Title Brand as the main marketing direction of enterprises activity
Other Titles Бренд как основное направление маркетинговой деятельности предприятий
Бренд як основний напрямок маркетингової діяльності підприємств
Authors Moklyak, M.V.
Popova, Yu.M.
Shinkarenko, R.V.
Keywords brand
branding
slogan
descriptor
multi-brand
line-brand
бренд
брендинг
слоган
дескриптор
мультибренд
лайн-бренд
Type Article
Date of Issue 2016
URI http://essuir.sumdu.edu.ua/handle/123456789/45707
Publisher Sumy State University
License
Citation Moklyak, M.V. Brand as the main marketing direction of enterprises activity [Текст] / M.V. Moklyak, Yu.M. Popova, R.V. Shinkarenko // Маркетинг і менеджмент інновацій. - 2016. - № 2. - P. 22-30.
Abstract The aim of the article is the research of brand as main stream of marketing activity of the enterprise. The results of the article. Relevance of the chosen subject is in the fact that creating of competitive brand is one of the main marketing direction of activity of modern enterprises. Global companies owe much to the creation of successful brand. In the current market environment conditions towards wide choice and product differentiation of product is almost impossible to compete for companies which don’t have strong brand, which could ensure uniqueness, originality and differentiation of the supply. Scientific novelty of the article is in the interpretation of the essence of branding, which is seen as a way of realization of individual ideas and expectations of the target audience was improved. The types and models of brand were viewed. Brand is imperceptible amount of product properties: its name, packaging and price, its history, reputation and the way of advertising. Brand is marketing concept and is well-known trademark. Usually if at least 20% of target audience is positive about this product, then it can be called brand. Turning the trade mark into the brand happens at a time when the objective perception of the value of product and brand is replaced by stable personal attitude towards them. Consumer gives his subjective mark of the quality of the product, its reliability, safety, ergonomics, design and product name. He adds emotions. To transfer trade mark into a brand it is necessary for it to become a symbol of reliability, guarantee the quality of goods or services, it is advantageous to characterize their specific properties. Branding is a powerful mean of ensuring the competitiveness of the enterprise. Branding becomes the main instrument of price competition for manufacturers, which is able to provide a steady demand for the entire product range of products offered to consumers under brand name. The company that owns strong brands can use the advantages and take a series of measures that will allow it to increase its profits. Conclusions and directions of further researches. Branding is held by means of methods and techniques that allow you to bring the brand to the customer designed not only to form in his mind the image of the brand of goods, but also to help in the perception of the buyer of functional and emotional elements of goods. In this context branding helps to accelerate customer product selection and decide on buying it. In modern business when the production of any product is available to almost any company competition fight is transferred into the information field. Here the brand as a tool has very important competitive value.
У статті розглянуто бренд як основний напрям маркетингової діяльності сучасних підприємств. Визначено сутність і значення бренда, його основні складові. Охарактеризовано підходи до формування бренда та розглянуті види бренда. Проведено аналіз основних моделей розроблення бренда. Запропоновано шляхи розвитку успішних брендів сучасних компаній на основі лінійного розширення, інновацій, трансформації дистрибуції та репозиціонування.
В статье рассмотрен бренд как основное направление маркетинговой деятельности современных предприятий. Определена сущность и значение бренда, его основные составляющие. Охарактеризованы подходы к формированию бренда и рассмотрены виды бренда. Проведен анализ основных моделей создания бренда. Предложены пути развития успешных брендов современных компаний на основе линейного расширения, инноваций, трансформации дистрибуции и репозиционирования.
Appears in Collections: Маркетинг і менеджмент інновацій (Marketing and Management of Innovations)

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